Determinants of Consumers' Purchase Intention of Natural-based Facial Skin Care Products among Students in UPLB

Date

6-2023

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Renen Szilardo C. De Guzman

Committee Member

Arlene C. Gutierrez, Rei Chino C. Pua, Mar B. Cruz

Abstract

As our way of life advances, the consumption pattern of mankind also changed. Different issues around the world brought researchers, scholars, and marketers in different industries to begin the probe of sustainability that leads to the trendy concept of organic and natural consumption that we have today. The global demand for natural skin care products is continuously growing at a very fast rate, however, the Philippines was still behind its Asian counterparts. This tells us about the need for marketers and business players in this sector to have a better grasp of consumers’ purchase intentions toward natural skin care products. The purpose of this study is to develop a deeper understanding of Philippine consumers’ purchasing intentions for natural skin care products. Focusing on this topic regarding natural-based facial skin care products (NFSCP) provides a clear contribution to the knowledge of consumer preference in the Philippines and ensures a greater understanding of the natural skincare market that will have both practical and theoretical significance for marketers and business players in this sector. This study will be a tool for marketers and business players in developing a successful marketing strategy for brand value.

The objective of this study is to examine the consumers’ purchasing intention of UPLB students towards facial skin care products made with natural ingredients. Also this research was a mix of qualitative and quantitative nature of research, and this paper used the framework of correlational research. The conceptual framework was based on the Theory of Planned Behavior due to its resilience in predicting consumer behavior in various studies. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze the data collected.

Based on the descriptive analysis, the respondents’ biggest reason why they first tried using NFSCP is because of health and safety reasons. Their biggest influence was their close social groups where they usually get direct word of mouth as well as from online influencers where digital word of mouth is present. The respondents usually buy every 2-4 months with a budget of about Php 500 – Php 1,000. The products that most of them are purchasing are cleansers, moisturizer, and sunscreen usually through online platforms like Lazada and Shopee as well as Watsons (drug store lifestyle hybrid). Most of them are considering skin-friendliness as an advantage of NFSCP and many of them will not buy any other product if their current product happens to be unavailable in the market. This could indicate many possibilities including product dependency or strong preference for the product they are using, they might have limited awareness of the alternative products in the market, or they may be completely satisfied with their product and do not see any need to use other products. Lastly, the top 3 factors that the respondents are considering when choosing facial skin care products are effectiveness, price, and value for money.

Based on the analysis of PLS, the result shows that among the six antecedent of attitude, personal knowledge have the most significant effect on attitude as driver of purchase intention, followed by safety value. The most statistically significant pathway can be seen on perceived behavioral control and purchase intention indicating that an individual’s control over his/her own behavior contributes a lot to his purchase intention. Furthermore, the result also showed that the attitude towards purchasing NFSCP also has a significant effect on the purchase intention of NFSCP. On the other hand, the relationship between health value, social value, hedonic value, and environmental value towards attitude are statistically insignificant, therefore they were not supported. Similarly, the relationship between the subjective norm and purchase intention was also insignificant.

Given that PLS-SEM is under the causal research design, it is evident in this study that purchase intention is mainly caused by personal knowledge and safety value, wherein these two drivers influence attitude leading to purchase intention.

Language

English

LC Subject

Face--Care and hygiene, Hygiene products, Purchasing

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2023 M17 C37

Notes

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Document Type

Thesis

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